VISIT2008 Green IT

The Case for Green IT –
how to be a greener company
Dr. Bernd Kosch, Vice President Alliances

Environmental aspects of IT

IT reduces the environmental burden in other sectors (e.g.: buildings,
transportation, manufacturing, power)
“Greenhouse gas emissions associated with making and powering the
world’s computers and telecom networks are growing fast… The good
news is that information and communications technologies can reduce
far more emissions than they generate.” (McKinsey, October 2008)

Due to its rapid growth, the share of the IT sector in environmental
problems continues to rise fast

As a consequence, the challenge is to intensify IT usage while adopting
environmentally cleaner IT concepts

2 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved

Agenda

1. Faces and stakeholders of Green IT
2. Energy cost drives a Green IT business case
3. Conclusions and perspectives


Agenda



Faces of Green IT

Environmental impact of HW-products and production
processes
Materials, product life-span, recycling
Lifecycle energy consumption
(production – use phase – recycling)

Procurement and usage scenarios of IT (HW, SW, services)
Investment policies derived from business ethics and strategies for long-
term profitability
IT usage scenarios and corporate IT-architecture derived from holistic
cost control and carbon footprint minimization


Stakeholders in Green IT (1/2)

IT users
CSR / “good citizen” code of conduct calls for the adoption of clean IT
and contributions to sustainability (generates brand value)
Energy cost has become a major cost component, particularly for
servers and storage systems (generates direct cost advantage)

IT vendors (HW, SW, services)
Green IT can create new markets and new opportunities for
differentiation - in areas where customers perceive benefit
Enabling customers to adopt Green IT can improve image and positive
awareness
IT vendors are also IT users and can be role models regarding the
criteria listed above


Stakeholders in Green IT (2/2)

Government / NGOs / Consortia
Can support market dynamics through standards, metrics and labeling
schemes that improve transparency
Can issue and promote regulations / recommendations for markets with
failing business incentives to support society goals (laws and public
pressure)
Prominent examples are
U.S. EPA (Energy Star Program)
Greenpeace
The Green Grid (TGG), Climate Savers Computing Initiative (CSCI),
System Performance Evaluation Corporation (SPEC)


Report to Congress on Server and Data Center Energy Efficiency
Public Law 109-431
U.S. Environmental Protection Agency, ENERGY STAR Program - August 2, 2007


The Green Grid Mission:
Data Center Efficiency
● Define models and metrics that are
meaningful and user-centric

● Develop standards, measurement
methods, best practices and
technologies to improve
performance against these metrics

● Promote the adoption of energy
efficient standards, processes,
measurements and technologies


What we hope to achieve by 2010

• Goal is to improve computing energy efficiency by 50%
– Collectively save €3.8 billion in energy costs
• Reduce global CO2 emissions from computing platforms
by 54 million tons per year
– Equivalent to removal of 11 million autos
– Or eliminating 20 coal plants from the planet
– Or planting ~65,000 km2 (25,000 sq. miles) of trees


SPECpower_ssj2008 benchmark

… is the first industry-standard SPEC
benchmark that evaluates the power
and performance characteristics of
volume server class computers

The initial benchmark addresses the
performance of server-side Java, and
additional workloads are planned


Green IT initiatives by Greenpeace:
Vendor rating, product guide and “campaigns“

5.5


Green IT by Fujitsu Siemens Computers

Fujitsu Siemens Computers (and its predecessors) have always been a pioneer
and role model of Green IT:
Recycling since 1988
Green PC since 1993
Green system board since 2002
Always ahead of environmental regulations
Ranked greenest IT vendor by Greenpeace in summer 2008
Active member and supporter of the relevant consortia and institutions
Classification of Fujitsu Siemens Computers’ HW products by own labeling
scheme starting in November 2008

Holistic Green IT approach since the 90s: development / production / products /
reuse & recycling / own operations


Fujitsu Siemens Computers Green Label

3 levels (*, **, ***)
Mandatory and optional properties in the categories
Materials
Recycling
Power Consumption
Environmental label certifications
Labeling of LIFEBOOK, ESPRIMO, AMILO, CELSIUS and
FUTRO starting in November 2008, criteria for servers and
storage to follow
Provides transparency and guidance for customers, and a
company internal benchmark
Reflects discussions with Green IT stakeholders and provides
the appropriate balance of ambition and feasibility


Agenda



Power is a significant cost component of IT (1/2)

A state-of the-art dual-CPU IA-server, configured to optimize the results of
the SPECpower benchmark, running at 300K ssj_ops, consumes
approximately:
250 W
6 kWh in 24h of continuous operation
0,6 € per day at 10 cents/ kWh electricity cost
219 € per year
876 € over a 4-year-life-cycle
~ 2200 € when electricity cost for data center heat removal and power
distribution is included (average PUE: 2.5)

The typical list price of such a server configuration is in the range of €4000


Power is a significant cost component of IT (2/2)

The described scenario constitutes the “laboratory case” for lowest
energy cost - installed base equipment is expected to show much higher
relative energy cost

So far, only single- and dual-CPU IA-sever results have been published
for SPECpower, multi-core systems provide superior energy efficiency

Obviously, there is a significant business case for many datacenters to
generate TCO savings by accelerated platform innovation


Many IT managers are not aware of energy cost *)

In many companies IT- and facility-costs are not consolidated
IT managers are often not aware of the direct electricity cost of their
equipment
IT managers are typically not aware of energy cost for cooling and
CapEx derived from data center specific facility cost

As a result, incomplete cost-optimization leads to mis-allocation of
resources and energy waste in many data centers

*) Fujitsu Siemens Computers conducted a survey of 100 mid-size datacenters in Germany
which clearly indicated this finding. It was confirmed by all analysts with whom
we discussed the Green IT topic.


Energy cost can drive a huge business case

A clear WIN-WIN between vendors and users of IT
Primarily based on multi-core technology and increased efficiency in
other components, new server investment pays off quickly through
savings in energy cost
Virtualization in consolidated IT infrastructure can significantly increase
utilization, reduce the number of active systems and save significant
amounts of energy (power and cooling)
Energy assessment and consulting constitutes a new IT service offering
with immediate return on investment
Transparency and customer perception is the issue that industry consortia
now address. But progress is still slow


Agenda



Conclusions and Perspectives (1/2)

Green IT is a comprehensive subject, not just the power and
Greenhouse gas issues that dominate the general discussion
However, only energy efficiency constitutes a direct and clear business
case that offers immediate monetary rewards
Metrics to characterize energy efficiency are still in an early phase,
particularly for complex usage scenarios. Expert consulting services are
required to optimize infrastructures
Estimates for saving potentials (at the economy level) provided by the
U.S. EPA and other institutions indicate
a significant environmental threat – and, at the same time, a big
business case for adopters of Green IT
the leading impact to be derived from adopting dynamic infra-
structure concepts, not just from system level efficiency gains


Conclusions and Perspectives (2/2)

All efforts to “save the planet” are required and honorable, but most
stakeholders also have near-term targets as well:

Vendors see various Green IT business opportunities and realize that
growing relevance of CSR makes Green IT a MUST
Government institutions are realizing the environmental threat
emerging from explosive IT growth, primarily caused by GHG
emissions, hazardous substances and electronic waste
NGOs are discovering new fields for visible and publicly appreciated
disclosure campaigns since regulations are weak
Consortia are receiving substantial industry support since they are
expected to create user awareness for the saving potential
In the long-term, user demand will shape the nature of supply. Helping
customers realize benefits that they might enjoy and enable for society as
a whole is the mission critical task

Recommendations

Get transparency on your own relative spending on IT-related energy
vs. depreciation of new servers delivering the performance of your
installed equipment – may be a surprise
Design your own roadmap on improving energy efficiency, first steps
are easy and free, advanced optimization may require qualified
services
Balance your “new” IT budget with expected savings in energy cost:
Price – Performance – Power should be the variables to determine
your infrastructure design goal
Rely on an infrastructure provider with experience and a track record
on the subject of Green IT


VISIT2008 Green IT

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